Mobile Marketing: Reaching Tenants on the Move

Last modified on September 2nd, 2014

Mobile technology is rapidly becoming a significant medium for real estate marketing. Regardless of the demographic you’re targeting, the majority has some type of mobile device. Mobile devices offer convenience and are always accessible. Studies conducted by Google and Nielsen found that 77 percent of searches on mobile devices are conducted at work or home, even when a PC is available. Prospects are increasingly interacting with mobile applications for property searches and sharing information with others. Overlooking this group can be costly in terms of prospects. There are a number of ways property managers can use mobile marketing to quickly reach prospects and share information about their properties.

QR (Quick Response) Codes

QR codes are two dimensional bar codes that can be downloaded on a mobile device to access additional information on a website. This can include video, images or any type of media you prefer. They can be placed on signs, flyers, mailers, brochures or other printed materials. You can post them on the lock box of a specific property to direct potential tenants to a site with more information or a 3D tour of the interior of the home. QR codes are free and simple to generate. It only takes a few seconds to create them.

SMS Text Message Marketing

SMS text message marketing uses a specified keyword to allow prospects to text for information. The keyword can be displayed on a sign or elsewhere with a number to text. An autoresponder returns a message with information you’ve set up in advance. You can include contact information, images, website URLs or social networking profiles. SMS text messaging is also an outstanding lead generation tool. Whenever a prospect requests information, you are sent an e-mail with their mobile phone number. This allows you to follow up with any future vacancies that meet their criteria.

Augmented Reality

Augmented reality is a three dimensional, live representation of a real world setting enhanced by computer generated input. This may include audio effects, graphics or GPS data. It can enable a prospect to walk through a home they’re interested in leasing. Applications are available for smart phones and tablets that allow users to create a window into the property. They can view the layout, paint color and other features of the home. If you have more than one property, the user can walk down the street to view another. Pointing the camera at a property can provide information such as rental price, square footage or contact information. Property managers can e-mail a marker to prospects or embed it in a newspaper ad or brochure.

Create a Mobile Friendly Website

All mobile marketing leads back to the website; therefore, it is essential that it is optimized for mobile devices. Your website should be built with a responsive design so that it will resize to fit the screen of various devices. The design should be simple with a strong call to action. There are several ways to ensure your website is optimized for mobile devices. If you’re using WordPress, it may be as simple as changing the template. A number of applications are available that enable you to build a mini version of your site. You can add code to your existing site that redirects mobile devices to the mini site. Building a responsive website from the ground up offers the best performance and better search engine optimization.

Optimize Local Search for Mobile Devices

Optimizing local search is extremely important to ensure your business shows up in mobile search results. Apple iPhone and iPad searches are powered by Yelp. You must have a Yelp account for your business for it to be returned in search results for iPhone users. A similar relationship exists for Google Plus Local pages and Android. Other pertinent applications for local search optimization include Facebook, Map Quest, Bing and SuperPages.


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